One exec posting about your launch is a post. Five execs posting is a moment. Most companies do this: CEO posts an announcement. Maybe marketing reshares it. That's it. The best companies do this: CEO, CMO, COO, VP of Product, engineers... all posting their perspective. Same day. Boosting each other. Different angles on the same story. One post is easy to scroll past. A coordinated wave takes over the timeline. The goal isn't to go viral. It's to be unavoidable.